Product Management Case Study for Teeket, an Event Ticketing App
Overview
Teeket is an event Ticketing Web App, an online platform that allows event organizers to create events, manage ticket sales, and sell tickets to attendees. The application also allows attendees to purchase tickets and receive electronic tickets for the events they have purchased.
Research
- Revenue in the Event Tickets market is projected to reach US$134.00m in 2023.
- Revenue is expected to show an annual growth rate (CAGR 2023–2027) of 5.37%, resulting in a projected market volume of US$165.20m by 2027.
- The Sport Events market has a projected market volume of US$92.24m in 2023.
- In global comparison, most revenue will be generated in the United States (US$31,690.00m in 2023).
- The average revenue per user (ARPU) in the Event Tickets market is projected to amount to US$32.73 in 2023.
- In the Event Tickets market, the number of users is expected to amount to 4.59m users by 2027.
- User penetration in the Event Tickets market will be at 1.8% in 2023.
Market Deduction:
The Nigeria Market is yet to be adequately penetrated. The Event Ticket market already has high adoption rates, and we expect a further shift to mobile ticket purchasing via ticketing apps on smartphones or IoT devices. The strongly consolidated market is dominated by a few key players like Ticketmaster, Eventbrite.
Growth Stoppers:
- Sale of fake and duplicate tickets
2. Ticket price speculation
Users Research
Summary of Response:
The Online Survey had 14 Respondents for age group of 18 -50 years from both Event Attendees and Event Organizers.
- On average, Attendees purchase up to 6 tickets in a year.
- On average, Event Organizers sell 100 tickets in a year.
- 50% of the Attendees purchase tickets online, 35.71% purchase tickets offline, while 14.29% do both.
- For events attended or organized, 16.22% are conferences, Concerts — 16.22%, Trade Fairs — 10.81%, Movies — 13.51%, Corporate Events — 13.51%, Fashion shows — 8.11%, Product Launch — 8.11%, Networking Events — 13.51%.
- 50% of the respondents have purchased or used Eventbrite, 14.29% have used Ticket Hub.
- Respondents love using their platforms because; (a) it’s simple to use, (b) it’s a short process to buy tickets, (c.) The platform responds fast.
- Respondents would love if the processes of purchasing tickets on Event platforms can be reduced, buy tickets with crypto tokens, be more efficient and offer discounts.
- While receiving purchased tickets, 21.05% prefer to download from the platform, 57.89% prefer to receive tickets by mail, 10.53% prefer to receive Access Codes, and 10.53 prefer to receive tickets In-person.
- When making payments for Tickets, 28.6% prefer Pay Stack method, 28.6% prefer Mobile Money, and 14.3 prefer card payment.
User Personas
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From my Use Research, I was able to identify 3 personas, a Social Media Manager, an Event Manager and a Marketing Director. I was able to note their goals and motivations. I was able to understand the users Perspective and an understanding of customer behavior.
Pain Points:
- Non-measurable Return on investment
- Tedious event discovery and partnerships
- Inability to reach target audience.
- Inadequate branding
- Stressful Ticket Management
- Late event notifications.
Design Sprint
The Design Sprint was done with product managers and product designers using an online whiteboard called FigJam.
During the design sprint, How Might We Questions were constructed to Ideate on the Right Problems. Some of the How Might We Questions were;
- How Might We provide a ticket verification system to ensure security and prevent unauthorized access?
- How Might We improve ease and security of purchase?
- How Might We make App navigation seamless?
- How Might We improve payment flexibility?
The How might we Questions were deduced from the problem statement and from the responses gotten from the user research. this process was succeeded by affinity mapping, Crazy 8’s (Sketching 8 ideas in 8minutes) then low fidelity wireframe.
Collaboration, Road mapping, Teamwork.
Software: Jira, Slack, Google Apps.
Some of the major roles of a product manager are team leadership and documentation. A product manager also everyone is on the same page and progressing to meet release and launch date. this is possible using tools like Jira to create initiatives for the goal of the project. Then break the initiatives down into epic, user stories, and tasks.
With Google Docs, I prepared the Product Requirement Document (PRD) for the project which included the objectives, success metrics, assumptions, project requirements, and scope of a particular solution. The PRD was created to define the product’s features and give everyone in the team a sense of clarity.
The project is currently in the development phase as task as been assigned to the developers.
Conclusion
The beauty of any product is in what a product team can ideate and implement across board. Building the Teeket app from a ideation to creating mockups and designs has taught me, I own any product I want to create, literally, but with lot of help from the users and the product team. The most important lessons being market validation for the internal stakeholders, and user research validation for the external users, they are the pillars upon which the product success depends.
I was able to pick up vital skills like the use of tools like Jira, Figjam, miro and UXpressia. The project gave me more insight into design thinking (empathize, define, ideate, prototype, and test), design sprint, wireframing, product prioritization, documentation etc.
Contact Details:
Email: abdullateefhalimat4@gmail.com
Contact me: Halimat kehinde Abdul-lateef
